Branded Content

Bronze
CAMPAIGN
Aussie Builders
AGENCY
Clemenger BBDO
CLIENT
MARS Chocolate Australia
BRAND
Snickers
DETAILS
Chocolate Bars are highly impulsive and being front of mind is what drives selection. 
 
SNICKERS is the #8 brand in Australia and growing at only 1%. It needed a moment of fame outside of TV to get noticed and bought by people again.
 
We learnt that in order to get shared and noticed online, we had to find a way for our brand story to slip into the culture narrative - rather than just post another TV ad.
 
By flipping the global ‘You’re Not You When You’re Hungry’ platform with ‘Aussie Builders’, a controversial online viral video of empowering ‘cat-calls’ we sparked a global conversation.
 
With almost 3.5million views in 196 countries, $11million in earned media from a paltry $25,000 media investment, and a bump of $640,000 in additional local sales, the truly viral ‘Aussie Builders' online film drove fame and fortune for SNICKERS.
CAMPAIGN
Deep Dive
AGENCY
DDB NZ
CLIENT
Lion
BRAND
Steinlager Pure
DETAILS
In the face of aggressive competition from international brand Heineken, Steinlager, the beer of New Zealand had to fight back. Steinlager has always been the flag-bearer for New Zealanders, representing the best of what this little nation perched on the edge of the world has to offer. Proud sponsor of the All Blacks for 25 years and successful America’s Cup boats in the past, Steinlager now had to find a new angle on the national narrative of the plucky underdog taking on the world.
 
Enter William Trubridge, a World Champion free diver unknown to most New Zealanders. William, the personification of the New Zealand psyche, a resolute and fiercely independent person taking on seemingly impossible challenges and beating the world on his own terms.
 
The ‘Deep Dive’ campaign not only converted lapsed drinkers into brand adorers but also reversed declining sales and returned the brand to growth. While the category grew by 3.2% year on year, Steinlager grew ahead of the market at 8.7%, adding 1.7 million litres to volume sales and all without discounting.
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